Why Customer Experience?
Customer Experience is more than important. It’s essential. It’s essential because most businesses don’t really understand exactly why their customers buy from them. More importantly, most businesses don’t understand why customers don’t buy from them.
For organisations to really understand “what they do”, they need to look at themselves in the same way as their customers. This sounds a little strange, but when you ask business people about their organisations, many will tell you what products or services they sell. Many may even refer you to their organisational chart, consisting of levels & departments:
However if you were to ask a customer to describe their experience of the business, they would be more likely to tell you about the benefits of the product they bought or the service they used; or what it was like dealing with the company – the experience they had and the journey they went on.
The customer would be more likely to talk about when they heard about the business for first time from their friend. They might describe seeing an advert for the first time; what it was like dealing with their sales & customer service people or maybe how good or bad the product benefits were.
And until the organisation is able to see itself in the same way, it has no real chance of understanding as to what it is really good and bad at. And understanding what your good and bad at is the first step towards increased revenues and healthier profits. We believe that all businesses should strive to understand exactly what their customer experience is like; and work with organisations to achieve this.
Scroll down to read some of our latest Customer Experience blog posts…